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Stop Marketing!
Marketing is becoming increasingly noisy, making it difficult for brands to stand out. Paid advertising effectiveness is declining as ad blocking rises. Both search engine optimization and social media success now depend on creating remarkable content that connects with audiences on an emotional level and inspires sharing. To rise above the noise, brands must publish engaging, visually appealing content regularly that focuses on building relationships rather than just accumulating followers.
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Stop Marketing!
- 1. Marketing has createdso much annoying noise that consumers and platforms are starting to sort out the mess and that means trouble for brands.
- 2. When you’re theonly square on the page everyone notices you. Brought to you by
- 3. • If theybelieve they need what you’ve got to offer, they will buy from you.
- 4. However, when thatpage is filled with other squares, you have a problem.
- 5. You will needto be more innovative to get noticed; maybe you can become the only coloured square and although this is not as effective as being the only square, people are more likely to notice you and buy form you.
- 7. But what ifall the squares are coloured squares?
- 8. You can becomethe only circle and if that space gets crowded the only bouncy circle and so on.
- 9. This noisy messis what our marketing landscape looks like to consumers.
- 10. Paid advertising isnose diving
- 11. Imagine a tinydot, in a sea of noise, is one of your Paid Ads. What are the chances that someone will notice it, click on the ad and buy your product?
- 12. The average clickthrough rate of display ads across all formats and placements is 0.06% (Source: Display Benchmarks Tool)
- 13. 90% of respondentssaid they never made a purchase commitment after clicking on an ad (TechnologyAdvice and Unbounce).
- 14. But, here’s thebig problem: Ad Blocking : Ad blocking grew by 41% globally in 2015. (Source: PageFair) UK ad blocking grew by 82% to reach 12 million active users in 12 months up to June 2015 There are now198 million active ad block users around the world. (Source: PageFair) Apple introduced ad-clocking to iOS
- 15. Why do youneed to start thinking about remarkable content? Because paid advertising is heading for big trouble. Unless you have a very specific, cost-efficient strategy and a broader strategy that relies on one-time customer purchases, paid ads is probably not a good idea.
- 16.
- 17. There are only10 organic search slots available on page one of Google.
- 18. PWhy is thisimportant? Because the click though rates for the first four pages of Google are: Page 1 91.5% Page 2 4.8% Page 3 1.1% Page 4 0.4%
- 19. So, here isa big truth about SEO: There is no point in optimising your content for search engines if it is not remarkable content.
- 20. In a nutshellGoogle ranks content on the following basis: if you create remarkable content that others share, especially others with authority, it boosts your content’s authority and that is what Google notices and ranks.
- 21. In a nutshellGoogle ranks content on the following basis: if you create remarkable content that others share, especially others with authority, it boosts your content’s authority - and that is the key factor in Google’s ranking algorythm.
- 22. SEO is simplymaking sure your remarkable content is understood by the search enginies and uses the search queries that your preferred customers use.
- 23. o, SEO won’tget you ranked – remarkable content with the right keywords will.
- 24.
- 25. This brings usto our next reason for creating remarkable content: Mark Schaefer calls it Content Shock.
- 26. This brings usto our next reason for creating remarkable content: Mark Schaefer calls it Content Shock. We create: 31.25 million Facebook messages per minute 347 222 tweets per minute 300 hours of video uploaded per minute 2 million blog posts pumped out every day
- 27. The amount ofcontent is predicted to increase by 500% over the next five years.
- 28. Here’s the problemwe’re facing: there is a physiological limit to how much content we can consume.
- 29. Buzzsumo analysed of1m articles in a research project with Moz and this is what they found: 50% of randomly selected posts received 8 shares or less 75% of these posts achieved zero referring domain links
- 30. If it isunremarkable your content dies because there is no room for it
- 31. Facebook chokes offorganic reach
- 32. You might havenoticed a lot of chatter about Facebook choking off organic reach with an algorithm called EdgeRank
- 33. On average only2.6 % of people that have liked your Facebook page actually get to see your post. (March 2015 research from social analytics and reporting firm Locowise)
- 34. Facebook is forcingbrands to create remarkable content that is engaging, relevant and useful content (as it should) to their audience if they want to be seen. Facebook likes the following: Likes, Comments, Shares, Images, videos, Links...
- 35. Additionally, you alsoneed to pay to play (Facebook advertising allows you to be more targeted and strategic in growing your audience.
- 36. The brands thatwin on social media have always understood that it takes time, money and resources to be successful.
- 37. You can’t getaway with cutting corners anymore. The platforms and consumers have finally caught up.
- 38.
- 39. Before youstart onhow to create remarkable content here are a few points to consider: You need to forget about being a marketer and think like a publisher. You need to think about creating an emotional benefit for the audience not a financial benefit for yourself – that latter will be a consequence of the former. It will take time, money and resources but it does not have to be prohibitively expensive – you just need to first take your time to come up with a great idea.
- 40. Remarkable content iscontent that Connect, Engages and Moves
- 41. or to putit in another way content that is seen, loved and shared
- 42.
- 43. Your content hasto have a clear, unambiguous persona, theme and approach that will resonate with your typical buyers
- 44. It has tobe content that is quick and easy to digest. Focus on: Video Infographics SlideShare Presentations Images And then underpin these with long-form blogs, case studies and whitepapers
- 45. It has tobe content that makes an emotional connection – either: An informative A-ha! A heart felt Haaa! An impressed Oh-wow! Or an entertaining Ha-ha!
- 46. An analysis byBuzzsumo of the top 10 000 most shared articles across the web showed the most popular four emotions invoked were: awe (25%) laughter (17%) and amusement (15%) joy (14%)
- 47. Make everything lookgood and professional
- 48. Create descriptive, emotive,catchy headlines
- 49. Create content thatengages your audience so you can build relationships – the main focus of all you content should be to build an alpha audience – allies, not just followers.
- 50. Create remarkable contentregularly and consistently
- 51. With this youare on your way to create a Hero Brand "When people believe that what you believe is what they believe, they turn you into a belief." Michael Bassey Johnson
- 52. Stop marketing –become a Social Publisher
- 53. Remarkable content byWAKSTER. http://www.wakster.com/